Led the global marketing, communications, and brand strategy for a sustainability-tech startup focused on gamified recycling via reverse vending machines (RVMs) and an eco-reward mobile app. Directed go-to-market strategy, content, media, and PR across MENA and international markets. Oversaw digital growth, user acquisition, CRM, and corporate visibility initiatives, supporting business development and partner engagement. - Managed international marketing, PR, and design teams to support scale up in 13 countries - Directed visual identity, messaging, and creative development to enhance brand consistency and user trust - Achieved 2× app users growth (300K+ installs) and 60% B2B lead growth - Secured high-impact media coverage (e.g., Gulf News, Khaleej Times, Arabian Business, Fast Company), elevating brand visibility and credibility - Onboarded key public and private sector partners, including ESG-aligned brands and advertisers, and managed ABM to expand collaborations

Coordinated global media and marketing strategies to engage prospective customers, crafting targeted marketing messaging and promoting INOI’s brand and products. Developed comprehensive marketing roadmaps and toolkits, and managed media policies. Delivered market analytics and insights to optimize media planning, and devised go-to-market strategies for key regions. Revitalized owned media channels, including website and social media management (SMM). - Created and executed a global media and brand strategy framework - Transitioned the brand from a regional to a global level by expanding media activities, creating and managing global and local marketing teams and content production - Redesigned brand visual identity based on market & target audience insights - Enhanced brand image and media presence at key international trade shows and industry events, including MWC Barcelona and GITEX Africa - Upgraded digital media activity, increasing social media followers from 6K to over 100K within one year & listing the products at eCommerce platforms

Directed regional brand communication and media strategy for smartphones, tablets, smartwatches across CIS markets. Oversaw end-to-end marketing campaign development and execution in ATL (online/offline) and BTL channels. Managed media agencies and contractor performance, from briefing through delivery and ROI evaluation. Focused on integrated media planning, market positioning, and driving performance across all customer touchpoints. - Coordinated direct and co-op marketing, managing a 15-person team to deliver integrated campaigns and sustain #1 SOV & market share - Managed and optimized large-scale media budgets through disciplined, strategic allocation to meet KPIs - Directed marketing research projects, generating insights for strategic and process improvements - Created standout creative campaigns and managed brand ambassadors

Developed and executed marketing strategies for Nikon CIS, covering Russia, Ukraine, and Kazakhstan. Oversaw integrated campaigns across promotion, eCommerce, and Marcom to boost market share and customer engagement. - Improved ROI through targeted media planning aligned with business goals - Captured 35%+ market share in digital cameras via optimized media buying - Launched NikonStore.ru, setting a regional eCommerce benchmark - Maintained #1 SOV in PR/advertising with strategic placements - Raised brand awareness from 43% to 74%; launched CRM & loyalty program - Introduced influencer campaigns to elevate content and engagement

Category Management: Developed business plans and local initiatives for TV and AV products in Russia, aligning with global strategy. Coordinated plan execution and harmonized sales and marketing activities. Led a team of 8, including Product Managers and BTL marketing specialists.

Big Data & Digital Marketing

Yale School of Management

2017

Elements of AI

University of Helsinki

2025